• Journal of Information Technology Applications and Management
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• 제20권1호
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• pp.149-171
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• 2013

The purpose of this study is to investigate factors influencing Chinese consumers' intention to adopt Smartphones. This paper examines Smartphone characteristics factors (situational dependence, diversity and security) and consumer personality characteristics (innovation, self-efficacy and familarity) based on the Technology Acceptance Model. The 320 sets of data are tested against the model using SEM (structural equation model). The research results reveal that diversity and security have significant influences on both perceived usefulness and perceived playfulness. According to the data analysis, self-efficacy affects only perceived easy of use, and familiarity positively affects perceived easy of use, usefulness and playfulness. This study finds that perceived easy of use and perceived usefulness have positive influences on behavioral intention to adopt Smartphones, and situational dependence and innovation directly affect the behavioral intention. The perceived cost has a negative impact on the behavioral intention. Research results are discussed, and limitations of the current study and future research are presented.

• Human Ecology Research
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• 제54권2호
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• pp.207-225
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• 2016

This study investigated a conceptual framework of fashion consumers' purchase decision-making styles related to behavioral typology of personality. In response to critiques on fragmented and varied use of personality measurements, this study selectively tested and verified an alternative typological model of Enneagram value systems and self-construal levels that could explain the fashion consumers' typological propensities in purchase decision-making. One hundred-item measurement scale for the fashion consumers' purchase decision-making styles was developed based on the extensive literature. Three groups of fashion major students, a total of 107 participants, who respectively participated in 2-hour-long Enneagrams seminars from spring 2013 to fall 2014, were asked to re-sentence the question items to clearly reflect their Enneagram personality to make purchase decisions. Participants described their propensities in their own words about the most comfortable state during the 5-step processes of the purchase decision making process. The revised scale was distributed to 423 participants in January 2016, and the results verified the group differences in various styles in the process of purchase decision-making corresponding to the typological variables discussed in Enneagram. The correlation between Enneagram core values embodied by fashion consumers during the stages of purchase decision-making in extensive levels of self-construal were verified in the context of their fashion decision making. This study found the possibility of the typological approach toward Enneagram types of personality to be applicable to explain and predict peculiar facets of fashion consumers' purchase decision-making styles.

• 한국콘텐츠학회논문지
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• 제12권9호
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• pp.182-193
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• 2012

벨소리와 통화연결음 시장의 확대에 주목하여 음원소비가 감상용 음원에서 꾸미기용 음원으로의 활용 확대되는 시점에서 발신자와 수신자가 음원에 대하여 브랜드개성으로 인식하는지, 자아표현이 어떠한 방식으로 이루어 질 것인가에 관한 연구이다. 대학생 196명을 대상으로 본인의 자아이미지와 본인이 선택 혹은 선택 예정인 벨소리와 통화연결음이 일치하는지에 대한 설문조사를 실시하였다. 표본을 대상으로 SPSS 19.0 통계패키지를 사용하여 대응표본 t테스트를 실시한 결과 자아이미지의 요인으로 도출된 내향성, 외향성과 벨소리, 통화연결음의 요인으로 도출된 내향성과 외향성의 관계가 서로 불일치하였다. 즉 내향성을 가진 소비자는 외향적인 음원을, 외향적인 소비자는 내향적인 음원을 선택하고 있었다. 휴대전화 발신자는 벨소리와 통화연결음 등 음원을 선택함에 있어 본인이 아닌 상대방을 염두에 두어 본인의 자아이미지와 상반되는 브랜드개성을 가진 음원을 선택하는 즉 과시적 소비성향을 보여주고 있다.

• 한국콘텐츠학회논문지
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• 제18권1호
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• pp.452-464
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• 2018

본 연구에서는 SNS 이용 소비자를 대상으로 SNS의 브랜드 성격 요인을 규명하고 이러한 SNS 브랜드 성격 요인이 SNS 내에서 접할 수 있는 모바일 네이티브 광고의 속성 인식에 어떠한 영향을 미치는지 살펴보고자 하였다. 이를 위해 SNS 브랜드 성격과 모바일 네이티브 광고의 속성으로 정보성, 신뢰성, 오락성, 방해성, 상호작용성을 연구변수로 도입하여 연구모형을 제시하고 SNS 이용자를 대상으로 하여 설문조사를 수행하였다. 온라인 설문조사를 통해 최종 341부를 분석에 사용하였으며, 수집된 데이터는 SPSS 22.0과 AMOS 18.0을 통해 분석하였다. 분석결과에 의하면 SNS 브랜드 성격 요인으로 '성실', '열정', '매력', '실용', '공동체'의 5가지 성격이 도출되었다. 이 가운데 '성실', '열정', '공동체' 브랜드 성격이 대부분의 모바일 네이티브 광고 속성에 대해 긍정적 영향을 주지만 '실용' 브랜드 성격은 부정적 영향을 주는 것으로 나타났다. 매력 브랜드 성격은 모바일 네이티브 광고 속성과 상관이 없는 브랜드 성격으로 나타났다. 또한 모바일 네이티브 광고 속성 가운데 정보성과 신뢰성이 광고태도에 긍정적 영향을 주는 것으로 나타났다.

• 디지털융복합연구
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• 제17권3호
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• pp.129-137
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• 2019

본 연구는 가상의 도시브랜드를 대상으로 도시브랜드에 대한 현실적 자아일치성과 이상적 자아일치성이 긍정적 태도형성에 미치는 영향을 실험연구하고, 도시브랜드-자아일치성과 긍정적 도시태도의 관계에서 도시브랜드개성의 조절적 역할을 조사하고자 하였다. 도시브랜드 시나리오를 개발한 후 설문조사를 실시하였으며, SPSS 21을 활용하여 표본 특성을 살펴보기 위한 빈도분석, 실험조작을 점검하기 위한 독립표본 t검정, 연구가설을 검토하기 위한 회귀분석과 차우검증을 실시하였다. 연구결과, 도시브랜드에 대한 자아일치성은 도시에 대한 태도형성에 유의한 영향을 미치는 것으로 나타났으나, 도시브랜드개성의 조절적 역할은 유의하지 않게 나타났다. 연구결과에 대한 논의를 통해 학문적, 실무적 시사점을 제시하였으며, 도시브랜드에서도 자아일치성은 브랜드-소비자 간 관계 형성의 중요한 단서임을 알 수 있었다. 마지막으로 연구의 한계점 및 향후 연구 방향을 논의하였다.

• 한국의류산업학회지
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• 제17권3호
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• pp.372-381
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• 2015

This study investigates differences in fashion products attributes, mobile shopping mall attributes, impulse buying behavior, and satisfaction according to mobile shoppingconsumption value. The findings provide new information on marketing strategy for mobile shopping malls. A total of 283 usable questionnaires were obtained from college students. Data were analyzed by frequency analysis, factor analysis, and ANOVA using SPSS 21.0 for Windows. The results were as follows. First, according to the consumption value, consumer were classified into 3 groups: social/functional oriented, indifference and epistemic/emotional oriented. Second, the conspicuous-functional pursuit group considered utility and exhibition more important in regards to fashion products attributes for the consumption value group, the personality pursuit group also considered aesthetics and utility more important than other groups. Third, conspicuous-functional pursuit group considered continuous management more importantin regards to the importance ofmobile shopping mall attributes for the consumption value group, the personality pursuit group considered informationexchange more important than the other groups. Fourth, the conspicuous-functional pursuit group and Personality pursuit group considered impulse purchase behavior more important than the emotionalpursuit group. The conspicuous-functional pursuit group considered satisfaction after impulse purchase behavior more important than other groups.

• 한국의류산업학회지
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• 제8권5호
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• pp.530-536
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• 2006

The purpose of this study was to classify the clusters based on two behavioral intentions toward purchasing originals and counterfeits of foreign fashion luxury brands and to examine the differences in personality characteristics and demographics. This study included attitude toward counterfeit, consumer ethnocentrism, materialism, and need for uniqueness as personality characteristics and gender, monthly household income, and pocket money as demographics. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 320questionnaires were used in the statistical analysis. In analyzing data, cluster analysis, x-test, and One-way ANOVA were conducted. As a result of the cluster analysis based on two behavioral intentions toward purchasing originals and counterfeits, four groups were identified. There were significant differences in attitude toward counterfeit and materialism according to the purchasing intention clusters. x-tests also showed there were significant differences between the number of male and female subjects in each of the four clusters. Females are significantly more represented than females in all four clusters.

• 패션비즈니스
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• 제12권5호
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• pp.67-76
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• 2008

The study surveyed preference and Actual Condition of wedding fashion masterpiece brand by consumer's lifestyle group. First, it was found that the brand preference by wedding fashion masterpiece consumer was Bulgari in precious metal, Burberry in scarf, Louisvuitton in bag and Chanel in cosmetics. Second, as a study result of purchase status, wedding fashion masterpiece brand consumers, who enjoy shopping about 1 time a month, usually purchased the masterpiece in masterpiece hall of department store. Their total purchase amount for wedding was less than 5 million in most cases. Third, regarding purchase-experience brand by consumer's lifestyle group, in clothes, there was significant difference between 4 groups such as shopping unconcerned type, reasonable economic type, self-focused brand-oriented type and social achievement type. In bag, slight difference appeared in 4 groups. Fourth, as a study result of the brand preference by consumer's lifestyle group, there was somewhat significant difference between precious metal, clothes, scarf, bag and cosmetic variables. Fifth, as a study result of the difference of information source use by consumer's lifestyle group, it was found that social achievement type used most various sources such as commerce, store and personnel information. Sixth, as a study result of shopping trend by consumer's lifestyle group, social achievement group searched for pleasure, unique personality and ostentation. Shopping unconcerned type searched for necessary shopping with comfortable style without sparing time in shopping.

• 한국콘텐츠학회논문지
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• 제11권10호
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• pp.416-424
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• 2011

본 연구는 브랜드개성에 따른 한식 시장세분화를 통해 세분집단 간 한식소비행동과 만족도 및 충성도를 살펴보고자 하였다. 국내 거주 일본인과 한국방문 일본관광객들을 연구대상으로 설문조사를 실시하였다. 통계분석은 한글 SPSSWIN 19.0 프로그램을 이용하여 빈도분석, 요인분석, 군집분석, 분산분석, $x^2$ 등을 실시하였다. 실증분석결과는 다음과 같다. 첫째, 한식 브랜드개성은 진실성, 강인성, 능력성, 세련성, 흥미성 등 다섯개 차원으로 도출되었다. 이를 기초로 유형화한 결과 흥미추구집단(18.7%), 세련성추구집단(59.7%), 능력 진실성추구집단(21.6%) 등 세 개의 집단으로 분류되었다. 둘째, 세분집단 간 인구 통계적 특성과 한식 소비행동에 유의한 차이가 있는 것으로 나타났다. 셋째, 세분 집단 간 한식만족도와 충성도에도 유의한 차이가 있는 것으로 나타났다. 특히, 타 집단보다도 능력 진실성추구집단이 만족도와 충성도가 가장 높은 것으로 나타났다. 따라서 각 세분집단에 적합한 한식마케팅전략이 실행되어야 할 것이다.

• 복식
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• 제57권2호
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• pp.29-44
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• 2007

The purpose of this study was to classify male consumer groups according to the fashion lifestyle, to examine characteristics, needs and wants of each group, and to find out differences of cosmetics purchasing behavior among each group segment. After surveying 19-50 year old males by making a visit to college, company and home, 584 samples were analyzed by using SPSS(7.0) package program. Factor analysis, cluster analysis, ANOVA, crosstabs and $X^2-test$ were used to analyse collected data. The results of this study were as follows; 1. Twenty-two questionnaires using AIO fashion lifestyle variables produced seven factors; oriented fashion, flaunting brand preference, active preference, information intention, strong personality, reasonable economy and others directivity. Three groups based on oriented seven factors: personality, fashion and economy. 2. The Personality group had strong personal characters in their fashion. Men in this group prefer casual style and were represented by singles and professionals in their 30's. The fashion group pursued fashion trends, formal wears, and high-priced fashions. They were represented by singles with high-income managerial positions in their 19-29 age group. The economy group represented the largest sample in this study(54.5%). Men in this group tended to purchase fashion goods during of good fabrics at discount stores. This group represented married man with average incomes in their 40's. 3. Each of these three groups showed significant differences in cosmetics purchasing behavior. The personality group mainly purchased cosmetics on-line market because of price. The Internet tended to be their primary source of informations. They spent under 10,000won and pursued a simple and clear image. The fashion group purchased cosmetics at department stores to benefit from the knowledge of sales personal and their source of informations in the mass media. They spent over 70,000won monthly and pursued also a simple and clear image. The economy group purchased cosmetics at discount stores because of their wide assortment of products. They spent under 30,000won monthly and pursued a simple and clear image. Each of these groups currently consume different products and have a different concept of future cosmetic products.